A Study On The Purchase Intention Of CGM Products In Company A

With the continuous development of medical technology,more and more high and new technologies have been applied to the actual life of patients,bringing convenience to their life.The continuous dynamic blood glucose monitoring product of A company can be used for 14 days without finger blood calibration.It is a product that can measure blood glucose without pricking fingers,which is very popular among consumers.As continuous dynamic blood glucose monitoring is an emerging field and in a booming stage of development,the research on the continuous dynamic blood glucose monitoring market is very rare.This paper takes A company’s continuous dynamic glucose monitoring products as the research object,and studies consumers’ purchase intention from the perspective of internal and external cues of products and consumption situation factors.In reference to the classical planning theory model,the author analyzes the purchase intention from the dimensions of the product’s internal clues,external clues,consumption situation and consumer’s personal characteristics.Combined with the online and offline survey data,SPSS23.0 software was used for descriptive statistics,reliability and validity analysis,exploration factor analysis,inter-item correlation matrix analysis,binary logistic analysis,and Hosmer-Lemeshaw test to conduct empirical research on the obtained results.First,descriptive statistics were used to understand the basic information of the participants,including gender,education background,income,age,and knowledge of dynamic blood glucose monitoring products.After analyzing 14 variable factors in 3 dimensions preset by the author through reliability and validity,the questionnaire has high reliability.KMO value of validity analysis is 0.745,indicating that the data can be used for factor analysis.Four dimensions affecting A company’s continuous dynamic blood glucose monitoring were extracted by exploratory factor analysis,including brand and product technical level factor,price factor,consumption situation factor and reputation factor.Through correlation analysis,it is found that brand has a strong correlation with product technology level,price factor and consumption situation,while word-of-mouth has a low correlation with consumption situation,but theoretically there is a connection,so it is retained.The four dimensions plus variables such as personal characteristics of consumers and consumers’ purchase intention are analyzed by binary logistic model.The results pass the Hosmer-Lemeshaw test.The conclusion is that brand,product technology level,price and consumption situation all have positive influence on consumers’ purchase intention.Finally,some measures and suggestions are put forward for Company A.In order to enhance consumers’ willingness to buy its dynamic continuous dynamic monitoring instruments,promote the rapid and healthy development of the continuous dynamic blood glucose monitoring market of Division A,and provide theoretical reference for new domestic continuous dynamic blood glucose monitoring manufacturers.